January 26th, 2018

Jazzing Up Subway Campaign with Music

In the era of information explosion, social media content has to stand out in order to leave a lasting impression. There ought to be something extra to push forward your ideas and to appeal to the audience. When practically almost every digital marketing agency invites Key Opinion Leaders (KOLs) to promote new offerings, New Digital Noise believes more can be done to spark awareness for a new product.

When Subway launched their Meatball Sandwich, we initiated a campaign that is set to generate noise among young Hong Kongers — its core target audience. Our team approached JOOX, a popular music App in Hong Kong to co-curate a list of songs that evoke wild emotions for delicious food none other than Subway’s Meatball Sandwich. The playlist is supported by a feature article that celebrates foodie culture. It is estimated to secure 30,000 views on JOOX within three to four days.

Aiming for both mass awareness and conversions, we have also carefully selected an array of high-engagement KOLs such as WHIZOO to create word of mouth and targeted media channels such as Eat and Travel Weekly to boost awareness and build hype. By putting a fun and unexpected twist to social niche marketing, we help to amplify the brand’s tongue-in-cheek personality and reach out to young tastemakers in this particular market.

JOOX has long been streaming music to a loyal group of young audience. It supports a variety of formats of creative awareness campaigns, like watching video advertisements in exchange for VIP access and paid partnerships such as feature article, which was adopted as part of the Meatball Sandwich campaign. If you are not afraid to try something new, please do not hesitate to drop us a line. We are glad to help!